ERIC Number: ED414033
Record Type: Non-Journal
Publication Date: 1997-Jan-22
Reference Count: N/A
Channel One Online: Advertising Not Educating.
Rather than viewing Channel One's World Wide Web site as an authentic news bureau, as the organization claims, it is better understood as an advertising delivery system. The web site is an attempt to expand Channel One's reach into schools, taking advantage of unsuspecting teachers and students who might fall prey to spurious claims. This paper recommends that teachers find alternative, reliable news sources that seek to educate and inform young people, not to market to them. The paper provides a detailed description and analysis of content on Channel One's web site and American Online (AOL) area, including: (1) promotion of Channel One activities and people (such as web schools and contests); (2) information about news topics; and (3) information solicitations from students. It also describes the use of advertising banners, multi-layered marketing, and self-promoting links. Appendices present a sample Channel One survey and a news article on advertising in schools. (EV)
Publication Type: Reports - Evaluative
Education Level: N/A
Authoring Institution: Center for Media Education, Washington, DC.